Thursday, May 25, 2006

E-marketing is just a game

PING! An email arrives from the Air France press office to tell us about a game on the airline’s website, aimed primarily at UK customers.

The Fly Further initiative is in fact a smart use of technology, thinly disguised as a rather addictive game, created to woo users to the Air France email shot.

Users take control of an Air France aircraft and have to steer it away from turbulence and thunderstorms, but at the same time trying to keep the passengers happy by guiding it into icons representing food and entertainment.

The game ends when the passengers get fed up due to a lack of sustenance or bad weather!

A score is then calculated by how much “distance” from Paris the aircraft managed to fly before the passengers mutinied [Travolution’s record was a dismally short hop to Berlin].

It is actually a rather clever use of e-marketing that will probably grab the airline a few subscribers to its offers bulletin.

[Play the game here]

Kevin May, editor, Travolution

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